In an age of digital discovery and social media, here’s something that more and more local business are learning: Existing customers can be one of the most powerful growth engines ever. One way to put this engine to work is to identify and harness the hidden marketing potential in your “Rock Star” customers.

But watch out: they might not be the ones you think. For example, they aren’t necessarily the biggest spenders or most loyal. Loyal customers don’t always promote you (in fact, it’s likely they’re not), while big spending customers may not be profitable or have a good story to tell.

So who are your Rock Stars?

Bill Lee, CEO of an educational organization called the Customer Reference Forum, says your Rock Stars are simply the ones with the biggest potential to promote your business and influence others. “First, they’re loyal—that’s the price of admission,” says Lee. “They have a good story to tell about how your product or service helps them. Second, they’re eager to tell it. Third, they have access—and want to gain more access—to influential networks that contain more buyers like them. And fourth, they want to build their reputation and influence in such networks.”

But as much as they might love you, these Rock Star customers won’t help grow your business on their own. Even customers who identify themselves as “promoters” in customer surveys—saying they’d be highly likely to refer you to a colleague or friend—aren’t actually doing so. Studies have shown that only about 10 percent of self-described promoters actually refer profitable new customers. The key is this: You have to take the initiative and make it easy for them to do so.

Make it About Them

To make it work, it has to be all about them – not about you, says Lee, who is also author of a book called “The Hidden Wealth of Customers” (Harvard Business Review Press, 2012).

One tactic that works with Rock Stars is community marketing that recognizes how people buy things locally, from a refrigerator or flat screen TV, to a new roof or a doctor’s services. In that context, most people aren’t likely to seek out a salesperson or collect brochures. Instead, they’ll talk to friends, neighbors, colleagues or other peers to find out what or whom they’re using.

Some big companies have caught on to this. For example, Microsoft has brilliantly deployed “customer advocates” to leverage this natural approach to buying, particularly overseas. Microsoft will find local “MVP” customers who are well-connected in their local communities and want to increase their status, and help them do so by providing access to early releases and “insider knowledge.”

Getting known through established locals is faster—as well as more affordable—than trying to get locals to know a business through advertising, PR, big splash events, and other traditional marketing. Small businesses can use this same approach.

Make Yourself an Influencer

But instead of relying on your Rock Stars to carry the ball completely, the trick is to enlist their help in making you more of a “thought leader” in your own industry or community. Many business owners fall into the rut of seeking influencers—such as bloggers with large followings, or prominent personalities in their markets or communities. But it’s usually better to be the influencer yourself – enlisting your Rock Stars to help you do it.

A good local business providing exceptional solutions to a community or market has two things that no outside influencer can match, says Lee. You have actual customers who are happy, plus you have your own “subject matter experts” (you and your employees) who work with these customers all the time. That alone gives you far more valuable knowledge than the usual outside influencer.

Perhaps the best thing about Rock Star customers is that they already exist, quietly thriving under the radar, waiting for you to discover them and put them to work. Failing to do so is a little like being a homeowner who knows a stash of gold is hidden in the wall but never uses a metal detector to find it.

About the Author: Daniel Kehrer, Founder and Chief Content Officer of BizBest Media, is a senior-level leader in digital media, content development and online marketing with special expertise in startups, SMB, social media and generating traffic, engagement and leads. He holds an MBA from UCLA/Anderson and is a passionate entrepreneur (started 4 businesses), syndicated columnist, blogger, thought leader and author of 7 business and financial books.

Comments (5)

[…] It’s like Superman eating a bowl of KryptoniteThis Week’s Bests:Daniel Kehrer explains how rock star customers can help you grow. “Rock star customers won’t help grow your business on their own. Even […]

Daniel – Excellent advice. Unfortunately most small business owners fail to take advantage of this “free” marketing tool available at their disposal. Word-of-mouth is a powerful marketing machine that no other campaign can match. Small business owners need to cultivate this relationship with customers and help them help you.